MWW won the account following a competitive pitch. It is the first time Sky Media has outsourced its PR.

Sky Media has offices in London, Manchester and Dublin and represents all of Sky’s channels and websites across sports, news entertainment and movies, as well as a further 26 broadcasters including Viacom, Discovery Communications, National Geographic, FOX and NBC Universal.

Rachel Bristow, director of client partnerships and collaboration at Sky Media, said: "MWW PR has unrivalled knowledge of the media and advertising sector and will no doubt play an integral role in supporting us."

Matt Bourn, SVP and head of European media practice at MWW PR, said: "As well as having an impressive portfolio of channels, Sky Media has a strong reputation for creativity and innovation in advertising and we are thrilled to be working with such a pioneering business."

MWW acquired independent agency Braben Communications last year, including its portfolio of media clients such as the BBC, News UK, The Weather Channel, Bauer Media and Starcom MediaVest Group.